“The Devil Wears Prada 2” - A Model of Movie Marketing
Source: Disney
I live right across the street from Lincoln Center in NYC, and last night proved why I never take it for granted on my walk home from work.
Twenty years after the original, "The Devil Wears Prada 2" premiered on my doorstep and the cultural machine behind it was in full overdrive. Lights, photographers, red carpet, limos.
The red carpet wasn’t the shocker, nor was Lincoln Center which has been home to Fashion Week for decades … twenty years was the shocking part! This film has been marketed like nothing since probably "Barbie," also not a shocker given it's box office potential.
Multiple trailers, social media blitz, talk show circuit with the stars, and then to top it all off we have Meryl Streep and Anna Wintour sharing the cover of Vogue. Anna, the rumored muse for the lead character, even has a cameo this time around.
Source: Vogue
Then came the surprise reveal at last night's premiere: Lady Gaga, whose music appears on the trailer and official soundtrack, also has a role in the film.
But that was all last night. The brands have had a runway into the premiere and into the ultimate release on May 1st for months now. Let’s take a look at a few.
Grey Goose launched "The Devil's Roast" which is an espresso martini created with Heidi Klum. The espresso martini is still having its moment, so this will likely give it another boost of fame.
Seymoure Gloves partnered with the film’s costume designer Patricia Field to drop luxury leather gloves at $300. Fashion collateral for a fashion film. All dressed in red, but of course.
Source: Seymoure
BedHead PJs positioned perfectly for when this hits streaming.
Source: Bedhead
Then there's Starbucks which was practically a character in the original film. Yesterday the brand announced a perfectly timed beverage lineup in salute to the four main characters. My fav?
"Nigel's Go-to Doppio: Gird your loins … a Doppio Espresso Con Panna with mocha sauce – bold and refined."
Source: Starbucks
Brand storytelling in a cup.
Finally, I have to give a shout out to Regal Theaters for their best popcorn bag ever. Ever. Complete with a bag charm. I likely won’t get over this one.
Source: Regal
What we are witnessing is a movie becoming a brand and relishing in its cultural moment, and taking other brands along for the ride. In its own unique way. It’s fashion's high season, premiering at fashion’s home ground. Red carpet all the way.
What’s your experience? JIM